The packaging of a product can be just as significant as the product itself. In basic terms, packaging is the science, art andtechnology of enclosing and/or protecting a product. Without packaging, the storing, distributing and selling of productswould not be possible.

Packaging is also described as acoordinated system

of preparing goods for transport and warehousing, as well as sale andend use. The design, evaluation and production process of packages is also associated with packaging.

Objectives of

packaging

The packaging of a product serves many purposes and they all contributeto the good’savailability for public consumption. These are as follows:



Physical protection-

The packaging can be made to protect the product fromextreme heat or cold, mechanical shocks, vibrations, electrostatic discharge,and compression.



Barrier Protection-

The packaging of a product can also act as a

barrierwhichkeeps out oxygen,

water vapour, dust etc. This is an essential factor in packagedesign as

it keeps its contents clean, fresh, sterileand safe for its intended shelflife. For example, some packages contain Oxygen absorbers in order to extendthe shelf life of the product.



Containment or agglomeration-

Packaging aids in the grouping of small

objects for efficiency.

For example,placing 1000 pencils in onepackage would be easier to transport than if they were to be packagedindividually. Some products such as liquids and powders and other bulk commodities require containment.That is, packaging them into suitable sizes for individual use.



Information transmission-

Packages along with labels are used to communicate the way in which a product

or its packaging

is used, transported, recycled or disposed of.

When packaging pharmaceuticals, food,medical, and chemical products, some information is required by governments. Some packages and labels arealso intended for ‘track and trace’ purposes.



Marketing-This is an important purpose for packaging. The products’ packaging is often used by marketersto encourage potential buyers to purchase it.

This is concerned with the physical and graphic design ofpackaging. Marketing communications can be applied to the surface of the package as well as the point ofsale display.



Security-

Packaging aids in reducing theft. For example,

some packages arepurposelymade to be much larger than the product itself. The largerpackaging makes it more difficult for thieves hide it and remove it from thestore. This iscommon amongst software packages

where devices are smallin size. Packages may also include anti-theft devicessuch as RFID tags

that can be detected at exit points. This type of packaging

is a form of lossprevention.

Purposes of Packaging

[1A

]

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School



Convenience-

Packagingis

designedto have features which make it convenient for primary andsecondary use.Package can have features which are designed for convenience in distribution,stacking, handling, displaying and selling. End users also look for convenience in opening,reclosing,dispensing and sometimes reusing of packaging.



Portion control-

Packaging allows single serving or single dosage whichcontains a precise amount of contents in order to control usage. Bulkcommodities such as sugar, can be divided into suitable-

sized packaging forindividual households.Cosmetics and medicines in particular are packagedaccordingly to avoid over dosage/usage.

Comparing Packaging Materials

The iPod is becoming an increasingly popular gadget amongst teenager and thetechnologically savvy. Due to the competitive nature of the market, there is an increasingneed for appealing, and environmentally friendly packaging.When dealing with fragileand expensive goods, such as the iPod, it is essential to ensure it remains safely storedduring the deliveringand selling process.Nowadays, there is a greater emphasis onthedisposal of material and its impact on the environment. This is why the type ofpackagingmaterial is taken into consideration. Not only does it need to meet the requirements

of

protecting the goods,it alsoneeds not to be a financial and environmental burden.

Someof the common packaging materials-

cardboard, plastic,steel, aluminium

and glass willbe compared, in relation to packaging the iPod.

ADVANTAGES:



Easily recyclable

and biodegradable, which has a positive impact on the environment



Cardboard (corrugated cardboard in particular)has a thermalinsulation feature, trapping most of the heat.Batteries are affected by

extremely high/low

temperature. Overheating of the battery may cause it tomalfunction.



Cardboard for packaging (especially for liquids, such as milk) can be coated in aspecial substance which enables it to resist liquid.This could be effective inmaintaining asuitable environment for the iPod to be stored. Moisture damagesthe internal structures of the electronic device.



Due to its opaque nature, it is able to stop light (in which heat energy is produced)reaching the iPod.



It is rigid,strong,

andcrush-resistantwhichprotects

fragile contents of the iPod.

Itis light, making it easy to transport.



If packaging is secured properly (with very adhesive tape), theft can be avoided.Expensive products such as the iPod are especially vulnerable to theft.



Easily stacked on shelves for shop display-

looks neat and appealing in-store,

attracting potential buyers tothe product



It is relatively cheap, making it ideal for mass production.

[ 1B ]

Cardboard Packaging

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

DISADVANTAGES:

Other materials would have to be put inside the main cardboard package in order to restrictmovement and absorb shock, which would otherwise cause damage to the iPod.

Due to the opaque nature of cardboard, potential buyers are not able to see the actual product.Althoughgraphics may be included on the exterior of the packaging, it is not asintriguing

as seeingthe actual product itself.

If not sealed properly, itmay

become prone to theft

ADVANTAGES:



Its transparent nature allows the product to be seen by potential buyers.The product appears more appealing to customers and in the shopdisplay.



The strength of plastic keeps the packaged item from crushing,protecting the iPod’s fragile components.



Its flexibility allows the packaging to be

shaped in order to suit thecontours of the product. This also adds to the overallattractiveness of the product.



Its strength and flexibility allowsprotective components to bemade. For example, a simple plastic frame which holds the iPod inplace.



It is commended for its ability to keep moisture out, due to its moisture-resistance. This protectsthe iPod from moisture,

which would otherwise be detrimentalits electrical components.



Not a good conductor of heat, the battery of the iPod is protected from the external temperature.



Although it is transparent, the product will not be affected by light penetrating through thepackage. (Plastic not a good conductor of heat)



Its ability to form a tight seal can prevent in-store theft

DISADVANTAGES:

In order for the iPod to be protected, the plastic would have to be quite thick, using more electricalpower to produce which makes it more expensive to manufacture.

Not as easy torecycle thick plasticsas they are not easily degradable. Some critics believe that evenbiodegradable plastics are not ideal as the carbon locked up in them is released into theatmosphere as a greenhouse gas.

Cannot be directly printed on, like cardboard can. Therefore extra material is needed in order tolabel the packaging.

Despite the strength of plastic, sharp objects may cause

the plastic packaging to crack duringtransportation.

Plastic Packaging

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Sara Ho | Year 11 Design and Technology | Glenwood High School

ADVANTAGES:



It provides an absolute barrier against water and light. This could be an idealpackaging material for the iPod as it can protect electrical parts frommoisture.It also blocks the heat which is produced by external light.



Due to its strength, it is difficult to dent, thus protecting the fragile product

from external sources while it is being transported.



It can be recycled time and time again without its properties deteriorating. Itsunique magnetic properties allow it to be easily extracted and separated from mixed waste.



Due to its strength, it reduces the risk of tampering and in-store theft.



Can be stacked on store shelves for efficient shop display.

DISADVANTAGES:

Steel is a conductor of heat.Batteries are affected by

extremely high/low

temperature. Overheating of thebattery may cause it to malfunction.

Due to the opaque nature of steel, potential buyers are not able to see the actual product. It doesnot look appealing to potential buyers.

It is difficult to print attractive graphics on the exterior, which may not give the best impression topotential buyers.

In terms of mass production, steel is an expensive option compared to cardboard and plastic.

Other materials would be required to protect and hold the iPod in place, inside the steel packaging,such as polystyrene. This is to avoid movement of the iPod which would otherwise damage theiPod, as it is a fragile object.

Steel is a heavier material compared to plastic and cardboard. Whentransporting, this would putextra pressure on vehicles. More fuel would be required, releasing more greenhouse gases whichpollute the air.

Steel Packaging

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Sara Ho | Year 11 Design and Technology | Glenwood High School

ADVANTAGES:



Has a high level of corrosion resistance, protecting the metal componentsfrom deterioration that can be caused by oxidation or chemical action.



Has an impermeable metal barrier to light and water vapour. This protectsthe iPod from a heat source produced

by light, which would otherwiseaffect its battery function. It also provides protection against moisture

which could also damage the internal structures of the iPod.



Has a good formability and a wide range of thicknesses and finishes, which make it suitable foruse in a variety of applications. (Can be shaped to suit the contours of the iPod, making it lookmore appealing)



Has a high ‘strength-to-weight’ ratio, offering maximum protection to the product withminimum weight of additional packaging material. This saves resources minimisingenvironmental impact.



As aluminium packaging is often used for many cosmetic and pharmaceutical products, they canbe dependent on their good sealing ability which reduces the risk of in-store tampering andtheft.

DISADVANTAGES:

Due to its formability/malleability, it can be easily dented during thetransportation process.

Although aluminium is lighter than steel, it is still heavy compared tocardboard and plastic. When transporting, this would put extrapressure

on vehicles. More fuel would be required, releasing moregreenhouse gases which pollute the air.

Would not perform well under heat as aluminium conducts heat. Ifleft exposed to an external heat source, it would also cause the iPodto heat up which damages the battery.

Due to the opaque nature of aluminium, potential buyers are not ableto see the actual product. Although graphics and labels can be placed on the exterior of thepackaging, it does not come across as intriguing as seeing the actual iPod through thepackaging.

Other materialswould also have to be included in the aluminium packagingto restrict theiPod’s movement, which would otherwise damage the fragile iPod.

Aluminium Packaging

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Sara Ho | Year 11 Design and Technology | Glenwood High School

ADVANTAGES:



Due to its transparency, it allows the product to be seen by potentialbuyers. The product appears more appealing to customers and in the shopdisplay.



It is easily recyclable and can be reused. This has a positive impact on theenvironment.



Able to beshaped

into different forms to suit the contours of the iPod,improving the aesthetics of the packaging.



Able to keep out moisture, prevents the iPod from being damaged by means of contact with liquid.Moisture can greatly affect the internal structures of

the iPod.



Able to be tinted in various colours which can enhance the appearance of the packaging, making itmore attractive to potential buyers.

DISADVANTAGES:

Extremely fragile, easily broken if force is exerted on it during transportation orin-store display. This would be a great financial burden for manufacturingcompanies.

Glass is heavy, so when transporting, this would put extra pressure on vehicles.More

fuel would be required, releasing more greenhouse gases which pollutethe air. It is also more expensive.

Stacking the packages on top of each other would run the risk of it collapsingand breaking. This would also cause damage to the iPod itself.

Difficult to incorporate a protective seal to glass packaging, leaving the iPodmore prone to in-store theft and tampering.

Transparency of the glass allows light to pass through, bringing heat along with it. Glass is veryadapted to the temperature around it.

If exposed to heat, it will transfer to the iPod and affect itsbattery function.

Extra material would be required inside the glass packaging to restrict movement in order toprevent damage done the iPod.

Clear labels and other graphics would have to be printed on other materials before attaching to theglass packaging. Only this way will the information on the packaging be communicated effectively topotential buyers.

Overall, each packaging material hastheir own unique properties that make them suitable for packagingthe iPod. For some materials, their benefits outweigh their disadvantages which is what makes them moresuitable for packaging purposes. For example, there are a lot more advantages than disadvantages forplasticand cardboard packaging. This is because the important aspects are taken into account by thedesigners. In terms of packaging such an expensive and delicate product such as the iPod, the amount ofprotection which the packaging provides is a priority. Despite the success of these two packaging materials,packaging cannot rely solely on one material. Additional material should be included to provide maximumquality to the packaging.

For example, if cardboard packaging is used then soft material such as polystyrene canGlass Packaging

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

be used to secure the iPod, providing extra protection. The most commonly seen packaging for the iPod today isthe plastic casing. This too, uses additional material-

cardboard paper, placed inside the packaging as a label.

Products which claim to be‘healthy’

Today, there are many products in the market that compete with others, claiming to be the ‘healthier’ option.Graphics as well as language techniques are

usedon the exterior of the packaging to communicate the‘goodness’oftheir product to potential buyers.These persuasive features are emphasised and are the most visible on thepackaging. The truth behind the product; that is the ‘nutritional information’, is

often made less visible.The wordsand phrases used on three different packages will be examined.

1.

Veri Deli(Crackers)

This range of crackers is intended for snacking purposes. It is being described as an ‘everyday snack’ and ideal forkid’s lunch boxes.

This suggests that this is a nutritious option for people of many ages and that it is alright to haveevery day because it is beneficial to people’s health.

They aim to satisfy consumers with ‘real flavour’ provided by the‘real ingredients’ in the crackers.These are the phrases used to convey ahealthy and satisfying snack option:

Real Ingredients. Real Flavour

Free from Artificial Colours & Flavours

No Added MSG

Exciting

range of crackers

You can enjoy everyday

Perfect as a snack

Real baked in ingredients for a delicious flavour hit

Crackers just got Veri Interesting!

2.

SPC Baked Beans

Various different flavours of

baked beans have been made available in order to encourage more consumers topurchasethe product, e.g. BBQ flavour.

Thephrases on this packaging are aimed at parents who are looking fornutritious food which their kids will enjoy, as suggested by the phrase‘for HUNGRY little human BEANS’.

By relatingthe quantity per can toserves of Vegies,they are targeting the needs of their target audience.

It is almostguaranteeing a delicious and nutritious for every kid.

These are the phrases used toconvey adelicious and nutritional food product:

1 ½ serves of Vegies in every 220g can

High in fibre

Source of protein

99%Fat Free

No Preservatives, Artificial Colours or Flavours

For HUNGRY little human BEANS…

Australian Made

[ 1C ]

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

3.

Rice Bars

Thegoodnessof this product is suggested in the name it has been given-

Rice Bars.It uses language whichtargets parentswho are looking for healthy snacks for their kids’ lunch boxes. It has been described as‘alittle lunchbox treat’,suggesting thatit is something besides the ordinary foods found in a lunch box.‘TheGoodness of Rice’satisfies the parents, whilst the‘little lunchbox treat’satisfies thechildren’ desires. These are thewords andphrases used to persuade potentialbuyers of this product:

The Goodness of Rice

No Added Artificial Colours or Flavours

A little lunchbox treat

Available in three greatflavours

Chocolate Chips

Products which claim to be‘green’

As well as the competition of products with the most nutritional value, there is alsoa competition betweenenvironmentally friendlyproducts. Companies communicate theirgreenproduct throughthe use ofeffective language onthe packaging, in the attempt to persuade people to purchase their product.

1.

Naturale-

Toilet

Tissue

Australian Made and Owned-

People are likely to purchase itif thematerials used originate from thecountry in which they live. Itdevelops a sense of trust in the buyer, knowing that the

materialsused are from a familiar place.

Soft on the Earth, Soft on You-

The repetition of the word‘soft’emphasises the benefit of the product towards the environment aswell as the buyer.

The word‘soft’also gives an impression that it isgentle and has a small impact on the environment. It is suggesting thatif it is gentle for the user, it will also be gentle and beneficial to theenvironment.It is user-friendly as well as environmentally friendly.

100% Recycled-

This shows that this product is made purely from recycled materials.The wordrecycled

has a positive connotation as most people would associate it withbeing green.This short phrase clearand direct which easily persuades people that this product is environmentally friendly.

Used office paper-

The word‘used’is another word for recycled, suggesting that the product has madeuse of already-existing material. Again, people will associate this withbeing green,lessening the need tomanufacture new material.

100% Biodegradable-

This phrase suggests that by using this product, users are reducing the amount ofhousehold waste created. The breaking-down process of this product is eased andthe deposits

wouldnot have a harmful effect on the environment. It encourages the reduction in ecological footprint.

Protect and conserve the Daintree Rainforest-

Not onlyis the product itselfgreen,but by purchasing theproduct, users are contributing to the protection and conservation of the Daintree Rainforest.

This enforces the product’s aim to reduce impacts on the environmentand protect the state of naturalhabitats and animals alike.

It also gives the product and overallgreenimage.

[ 1D ]

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

Although the product claims to beAustralian Made,some of its constituents could be imported elsewhere.Users may be disillusioned by thefact that because the tissues are made in Australia, all materials used tomanufacture it will alsoAustralian.However, by consulting manufacturing companies, one could beinformed about the origins of all materials used to manufacture the product.Naturale

also claims that theirtoilet tissues are

100% Recycled.There is a possibility that this may be arounded offfigure to giveapositive impression of the product. Again this may be confirmed with manufacturing companies. As well asclaiming to be 100% Recycled,Naturalehave also claimed their product to be100% Biodegradable.Through conducting scientific research,experiments and first-handinvestigations, evidence

can begathered to support this statement.

2.

Kiehl’s Biodegradable Body Soap

“Aloe Vera”-

People may believe

that it is made from plant extracts,giving

theimpression that it is made to suit the environment. As it is made from a natural element,potential buyers arelikely to believe that it is harmless to the environment.

Minimize the impact we have on our environment-

This further convinces users that byusing this product, they will be reducing the amount of harmful substances depositedinto the natural environment which also releases the pressure put on it.The fact that thelabel has referred to the environment as being‘ourenvironment’;

it raises more concernin the user. By including potential buyers in the product’s aim, they are likely topersuade them that this product is good for the environment.

Benefit green initiatives

around the globe-

This enforces the

product’s objective to

reduceenvironmental impacts worldwide. As the initiatives are described as beinggreen,their aim to beenvironmentally worthy is made clear.

100% Biodegradable Ingredients-

As the soap is purely made from ingredients degrades naturally,when the contents of the product are deposited into the environment, it will havenot have anyharmful effects.

Again, it encourages the reduction of ecological footprint.This fact is highly convincingin its ability to meet the needs ofgreen product.

Althoughthis biodegradable body soap containsAloe Veraas one of its ingredients, the quantity

of it is notspecified on the label. It also does not specify

whether the soap is made from extracts from the Aloe Vera plantitself. It is a possibility that“Aloe Vera”refers to the fragrance of the body soap. This fact can be confirmed withthe manufacturing company ofKiehl’s.This product also claims that all money made from its sales willallgotowardsgreen initiativesaround the world.Considering this product has been sponsored byBrad Pitt (Americanactor & film producer),this claim can be questioned. It can be proven by consulting theKiehl’scompany whichdeals with their product’s proceedings.At the same time, the number of global

initiatives in which this productbenefits can also be founded out.The claim of being made from100% Biodegradableingredients

can be backedup with scientific evidence through research, laboratory experiments and first-hand investigations.

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

3.

Earth Choice-

Dish washing liquid

DrasticallyReduces Chemical Waste

& Pollution-

The key word in this phrase is‘drastically’.It suggests that the product has the ability to greatly minimise theimpact on the environment by reducing the deposits ofchemical wasteandpollution,which other dish washing liquids may otherwise produce.On the backlabel the phrase, ‘Reduces Chemical Waste’iswritten in a bold font whichemphases their aim to reduce harmful materials in the environment. It is alsowhat people, who are concerned with their ecological footprint, are mainlylooking for in agreenproduct.

Grey Water & Septic Safe-

The point which this phrase is attempting to makehere is thesafetyof the dish washing liquid. Even if users are unfamiliarwiththe terms, ‘Grey water’and/or

‘Septic’

they are able to understand theirobjective in providing people with a product which is safe for the environment.The word‘safe’also has a positive connotation, which creates a sense ofassurancein the user,which in turn convinces them that the product will have apositive effect on the environment.

Cruelty Free (CCF Accredited)

-

This phrase is trying to convince users that thereis an absence of ingredients which would be damaging and harmful towardsanimal and maybe even plant life.

People often relate the word ‘cruelty’

to theact of torturing animals-

Animal Cruelty.Therefore users may be lead to the fact that by using thisproduct, they are in fact creating a safer environment for animal life. TheCCF Accreditedis quiteirrelevant and superficial, as most people would be unfamiliar with this acronym.CCF (Chose CrueltyFree)is in fact a non-profit organisation who survey companies which claim to sell products that havenot been tested on animals and do not contain cruelly-derived ingredients. For a product to beaccredited

by theCCF

means that the product satisfies theCCF’scriteria. However, majority of peopleareonly able to relate to the word‘accredited’,

meaninggiven approval, creating a sense of trust in theuser.

Recycled P.E.T Packaging-

Some people may be unfamiliar with the term‘P.E.T’which is an acronym forPolyEthylene Therephthalate. It is polyester used for packaging material, mainly used for beverage packaging.However this is

not significant to the aim of this phrase. Users are familiar with the word‘Recycled’and this is themain point it is trying to make. Not only are the contents inside the packaging environmentally friendly, but thepackaging itself is also made from alreadynatural

materials. This convinces users that this product is in factgreenoverall.

We inviteany suggestions, questions or comments you may have aboutenvironmental issues-

This is an open statement

posed to users and potentialbuyers. It shows that

it is in the interest of

‘Natures Organics’

to address issuesconcerning the environment.This enforces the fact thatthe product’sintention is toencourage the use of environmentally friendly products and by accepting feedbackfrom users; they aim to improve their standard and quality of their product. This ishighly persuasive in that the product has clearly stated its objectives for being

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

beneficial to the environment.

The claim in reduction of chemical waste and pollution can be verified and proven through scientific testingand undertaking first-hand investigations. It can be compared to other dishwashing liquids which also claimto begreen,to test the just how beneficialEarth Choiceis.Because theCruelty Freeclaim is in factaccreditedby theCCF,a non-profit organisation,

this claim can be deemed valid. The product must haveundergone several tests to have met certain requirements laid out by theCCF.However, if in doubt,contact details ofha ‘Natures Organics’have been included on a label on the back of the packagingwhichallowsonetoquestion certain aspects regardingenvironmental issues. Again, manufacturing companies ofthe packaging can be consulted to gather details about the recycled materials used to manufacture thepackaging of this product, in order to prove the claim they have made.

Ethics of Marketing on Packaging

Ethics is also known as moral philosophy. It is generally regarded as

the processof adhering to a set of moral values or rules in a way that will not becomeoffensive towards a particular group in society.

Ethical marketing on packagingrefers to the application of ethics into the marketing process. Itgenerallyresults in a more sociably responsibleand culturally responsive businesscommunity.

The ethics of marketing on packaging are an essential aspect of the packaging design process. The ethicalaspects of

texts and images and packaging design all need to be considered in the final result of the design.Designers of packaging must also take into account the product’s potential consumers and the targetmarket.

They need tobe conscious oftheir choice of words and graphics,

to ensure thatthey are notstereotypical of a certain group in society.

Another important aspect ofmarketing on packaging is the useof justified information and claims, and reliable statistical data.

An honest and factual representation

of theproduct should be delivered to members of the public whilst adhering to moral, cultural and social values.

This is particularly prominent in products which claim to begreenand/ orhealthy.

Convincing statementsare made on packaging in order topersuade potential buyers to purchase the product. The pros and consof this method of marketing will be discussed.

Points

for

making ‘green’or‘health’ statements on packaging



Green statementsare used toraise awareness of the harmful impacts which some packaging could haveon the environment. E.g. products which are made from recycled materials can give consumers a reasonto choose a certain product over another one, due to the impacts it has on the environment.



It encourages the pubic to take initiative and act responsibly when disposing the packaging. Forexample,

products which contribute a part of their money earned in sales towards environmentalconservation acts.



Health statements allow buyers to be informedabout the nutritional value of the products they may bepurchasing, creating a sense of trust in the buyers.



Potential buyers are presented with a positive and beneficial impression of the product. The productsare more likely to sell if people are able toread and understand the product’s objectives regarding theirnutritional value.

[ 1E ]

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

Pointsagainstmaking ‘green’ or ‘health’ statements on packaging

Green/health statements on packaging are often written in brief anddetails are not able tobe specified.

In the attempt to persuade buyers to purchase their product, the green/health statementsmay be misleading, leaving buyers with false information about the product.

Creates a competitive market as almost all products make similar claims on health and/orimpact on the environment.

Controversy arises when claims made through green/health statements are challenged andproven to be false.

Verbal and Visual Language

The combination of both word phrases and visual representation in the form of graphics is necessary tocommunicate the aims and features of a product effectively to a range of audiences.

PRODUCT 1: Tiny Teddy Variety Pack

This product is contained in a plastic packaging which highly depends on the use ofgraphics in order to connect with its target audience-

school children and theirparents. Whilst the visual representations are persuasive and attention grabbingamongst the young children, the phrases within the packaging is aimed at convincingadults (parent/s of the children) to purchase this food item for their children.

The brand name of the product-

Tiny Teddy

is written in a big font which is easilyrecognisable. Itis also presented as part of the illustration, making it more intriguingto children. The phrase, ‘Variety, No Artificial Preservatives’ensures the parents thatby purchasing this product for their children; they are providing them with a snack item which offersvariety and a lack of artificial ingredients.

In the top right hand corner of the packaging there is an image of school books, in a shape which almostrepresents a stamp. This suggests that the product has beenapproved. It includes the phrases,‘schoolcanteen’, ‘Meets Amber Guidelines*’to create a sense of assurance in parents in that it meets thestandards of a ‘school canteen’.It also lists clearly the features of their product which makes them suitablesnacks for children:≤600Kj Energy,≤

3g Saturated Fat,≥1g Fibre per serve.

The packaging designer has used cartoon graphics which are familiar to school children. As well as listingthe various flavours in text form, they are also depicted in the form of visuals. The picture of theChocolate,Honey and Choc-Chip

Teddies is a means of visual communication between the product and children. Thepackaging is bright and strives with colour, making is appealing to children. Parents would agree topurchase this snack item for their children by sense

of obligation.

Overall, this packaging design effectively combines the use of visual representations and text to createmeaning for their target audiences.

[ 1F ]

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

PRODUCT 2: Weight Watchers-

Ginger Kiss muffin bar

This product is contained in a cardboard packaging which uses both visualand literal communication methods in order to present the product to itsaudience.

This food item is ideal for people who are on the lookout for a satisfyingand filling snack which

is also nutritious at the same time. People arealmost immediately guaranteed that this is a healthy snack option due tothe brand-

Weight Watchers.Although this is supposedly a‘healthy food’it claims that it can still bedelicious and satisfying.

Weight Watchers ginger kiss muffin bar has a‘creamy filling’and is a snack which one can‘indulge’without having to worry about the ‘health costs’. On the front of the box it also has the phrase‘veryhigh in fibre’with a tick () beside it. This depictsand tells of the nutritional value of this product.

However, these phrases alone do not effectively create meaning for the audience. Food items inparticular require some form of visual representation of their product in order for it to persuadepotential

buyers to purchase it. The packaging designer for this product has included a photograph ofone serving suggestion. Together with the descriptive phrasing of‘indulge yourself with these lightlyspiced muffin bars with a creamy filling’,audiences are able to ‘connect’ with this product. I.e. theaudience are actually able to see the‘creamy filling’as stated on the front of the packaging, withouthaving to visualise it themselves.

On the back of this package there is a section named‘Handy Hints’whichprovides people withsuggestions on consumption. The suggestions are written with a positive tone which encouragespeople to try it for themselves. Phrases such as‘Great snack’, ‘perfect for morning and afternooncoffee breaks’,and‘sweet treat’are allpositive-

sounding and work with the image presented, creatingmeaning for their target audience. The illustration accompanies what has been stated in words,enhancing the audience’s understanding of the product presented to them.

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

Name of product:

Coolgate

(Children’s toothpaste)

Manufacturer:

Coolgate-

Professional

Purpose:

1From the time children start to develop teeth and use them on

a daily

basis, their oral health becomes increasingly important.

Due to the

higherfluoride levels

in the range of adults’ toothpaste, it is not

particularlysuitable for children. As children have smaller teeth

and

are less tolerant towards fluoride intake, an individual range of

toothpaste is necessary to cater for their needs.

Fluoride in various forms is an active ingredient used in the majority oftoothpastes to prevent cavities. However, if a child receives too much fluorideduring

Children enjoy having the choice of toothpaste flavour + they don’t want ‘black holes’

*some responses were similar

Reason

Brand youuseyourself

Brand youknow andtrust

It wasrecommendedto you

Your

child/childrenrespond well to it

Other

No. ofresponses

8

5

3

6

2

Other reasons include:

o

The label has pictures on theme.g. “Shrek” which appeal tomy kids

o

Price and availability

o

Kids like the cartoon themes

o

Scent and appearance of thetoothpaste

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

8.Number these features in the order of importance (according to you for thebenefit of yourchild/children) from 1 to 7:

* 1 being the most important, 2 being the second most important etc.

Questions relating to the ‘new packaging design’:

9. Have you come across a similar package to this one in stores?

Features of toothpaste

Fun andinterestingflavours

Eliminatingbadbreath

Protectagainstcavities

Clean andfreshfeeling

Attractivenessof thetoothpaste

Teethwhitening

Removal ofplaque onteeth(Tartar)

Parent 1

3

5

1

6

4

7

2

Parent 2

6

3

1

4

5

7

2

Parent 3

6

3

2

4

7

5

1

Parent 4

4

3

1

6

5

7

2

Parent 5

4

5

1

6

3

7

2

Parent 6

7

3

2

4

6

5

1

Parent 7

4

5

1

6

3

7

2

Parent 8

3

6

1

5

4

7

2

Parent 9

6

4

1

3

5

7

2

Parent 10

6

4

2

3

7

5

1

Parent 11

6

3

2

4

7

5

1

Parent 12

3

5

1

6

4

7

2

Response

Yes

No

Maybe

No. ofpeople

1

9

2

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

10.What are the features of this packaging you like, and why?

o

Toothpaste squeezer for ease of squeeze

o

Dog figure for the cap-

appealing to children

o

Interesting and appealing flavours

o

The toothpaste squeezer

o

Plastic tube-

easy to use

o

The way the toothpaste comes out-

fun and friendly to children

o

Simple and effective logo

*some responses were similar

11.What are the features of this packaging design you dislike and why?

o

Promotion of bubble-gum flavour-

not healthy for teethand shouldn’t be the flavour of a toothpaste

o

The size of the tube is too large, too wide at the widest end-

difficult for children to handle

o

The hole where thetoothpaste comes out is opened-

toothpaste will dry out and clog up

o

Rubber cap-

too expensive for production and impacts the environment.

12. What are the features of this design you feel should be changed and why?

o

Bubble-gum flavour should be replacedwith fruit flavours

o

Pointy corners of the tube should be ‘rounded’-

safer to use for young children

o

Make the toothpaste tube narrower-

more practical

o

The opened hole where the toothpaste comes out-

the toothpaste may dry out and clog the opening

o

Toothpaste tube size-

a smaller tube allows children to handle with ease, they like to be independent

13. Overall, do you think this is an appealing design?

Response

Yes

No

No. ofpeople

12

0

Similarities to current design include:

o

Cartoon style images

o

Shape of the tube

o

Use of plastic for tube

o

Fruit & bubble-gum flavour

Differences to the current design include:

o

Dog figure cap

o

Toothpaste squeezer

o

Hook hole at the end of tube for storage

o

The way the toothpaste is squeezed out

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

14. Would youchoose this packaging over the current one?

15. Do you think that your child/children will respond well to this packaging design? Comment andbriefly explain.

o

Yes

my children would respond very positively to this design. It is an attractive packaging anduse words such as ‘cool’ and ‘fun’ to entice them.

o

Yes, mychild

would respond well to this design as it is novelty and has the ‘fun factor’. It willdefinitely encourage them to brush their teeth on a regular basis.

o

Yes, both my children will enjoy using this product as they have a dog themselves and canrelate wellto it. The will find the toothpaste squeezer very amusing and is definitelyappealing to all young children.

o

Yes-

she wouldlove the idea of themed designs as they find it engaging and interesting. Thedoggy figure head adds a ‘fun’ factor tobrush time.They also look forward to the fruityflavours which the toothpaste has to offer.

o

Yes-

the packaging would be very appealing to my child and will give him an enjoyableexperience when brushing his teeth. It makes my job as a parent easier.

o

Yes, my children would respond quite well to this style of packagingas it allows

them toengage in brushing time and maintains interest. It will be a great way for them to develop agood habit of brushing day and night.

o

Yes, children love something different and cute.I am sure they would look forward more tobrushing their teeth.

o

Yes, my 3 year old will definitely find this packaging interesting and fun. She has alwaysthough brushing her teeth was boring and is quite a tedious experience for her. This differentideaof packaging may just help her overcome this stage.

o

Probably-

my children do not usually choose the toothpaste they use. However thispackaging is an interesting idea which my children will most likely enjoy using very much.They love their independence and I think they would respond well to this easy to usetoothpaste tube.

*some responses were similar

Response

Yes

No

Possibly

No. ofpeople

6

1

5

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

Analysis of Survey Results:

Firstly, I aimed to obtain some personal information about the twelve people who were undertaking thissurvey. As the target audience for my product are parents who have children in their immediate familygenerally aged between 2 and6 years of age, I considered the survey results of the people who fitted thesecriteria. All twelve people surveyed were parents who had at least one child in this age range. Most of thechildren of these parents also come from the age ranges of 2-3 and 4-6. This makes the results of thissurvey reliable and relevant.

It is found that 11 out of the twelve people I surveyed purchase ‘Kids Toothpaste’ for their child/children.They believe that it isbetter for their child as compared to adult’s toothpaste because children’stoothpaste is specially formulated with a low fluoride level which is suitable for children who are at theircritical stage of teeth development. Also, the flavours of adults’ toothpaste are often too strong forchildren and require a more mild and pleasant taste as well as scent. Due to the popularity of the use ofchildren’s toothpaste, it would be worthy of investing time and money in providing parents and theirchildren with a practical and functional packaging.

As well as the form of the packaging, consumers also look for brands they trust. Particular features of abrand are what cause people to choose one brand over another. According to the results of my survey, themost commonly purchased brand of toothpaste isColgate.When asked why people choose the brand theydo for their children the most common response was ‘it is a brand you use yourself’, followed closely by‘your child/children respond well to it’. As the packaging designer, these are two aspects which should beconsidered when deciding what to include on the label. AsColgateseems to be the more widely usedproduct, I will be using the features of this brand as a guideline for my product.

As one the aims/purposes of my packaging design is to provide children with an enjoyable teeth-brushingexperience it was appropriate to gather opinions from parents about things which they believe encouragetheir children to brush their teeth. It is found that children respond well to‘themes’and cartoon typecharacters on the label of their toothpaste. Choice and variety of flavours is also an important feature ofkid’s toothpaste. Parents can play a big part in encouraging their children to develop a good habit ofbrushing their teeth. Parents are responsible

for informing their children about the importance of oralhealth and therefore the label on the packaging needs to informative as well as a visually appealing.

By getting parents to number the different features of toothpaste in the order of importance,

it showswhich features should be made significant and emphasized on the packaging. The ‘removal of plaque onteeth (Tartar)’ and ‘protects against cavities’ were the two features which were declared either the mostimportant or the second most important.

The others were quite varied in terms of importance for parents.This gives me, as the packaging designer, an indication of significant features to include in my product aswell as making it evident on the packaging.

Thefirst draft of my packaging design

is a collaboration of initial ideas. It shows what I visualised thetoothpaste tube to look like. The input from my product’s target market was necessary to determine theoriginality and feasibility of the design. The majority of the people whom I surveyed claimed that they havenot yet come across my design in stores currently. Some of the similarities included the use of cartoon styleimages, the shape of the tube and the flavours available. Since the cartoon images and current flavours of

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

kid’s toothpaste have been proven to be effective marketing strategies, these are the features which I willchoose to maintain in my design.

Positive feedback was received from parents about some of the flavours, the use of a ‘dog figurine’ for thecap of the toothpaste tube, the toothpaste squeezer, use of plastic for the tube , and the simple andeffective logo. These are the successful elements of my design. I will refine these features of my design inthe final result. Some of the less successful elements of my design include the promotion of ‘bubble-gum’flavour,

the use of rubber for the cap,

the size of the toothpaste tube and the unclosed hole (the openingof the cap where the toothpaste comes out). In order to improve my overall design, I will focus onovercoming the problems which may arise from these ineffective design elements. Due to this, extrafeatures may need to be added to my initial design as well as change and reduction in other features.Suggestions made about design features which should be changedshould also be considered in my finalproduct which will also alter my initial design.

Despite some of the negatives, overall my design is appealing, as agreed by all 12 parents who weresurveyed. The majority of them would either choose or consider purchasing consider choosing thispackaging over existing ones which shows that it is an improved ‘version’ of the current kids toothpastetubes.

After reading the responses from parents about how well their child/children would respond to this newidea it hasbecome apparent to me that this design is not only appealing to the target audience but alsoquite suitable to them. Responses have shown that this packaging satisfies the purpose for its creation-

such as,‘it allows them to engage in brushing time and maintains interest. It will be a great way for them todevelop a good habit of brushing day and night’, and ‘the packaging would be very appealing to my childand will give him an enjoyable experience when brushing his teeth. It makes my job as a parent easier’.Thisfeedback is a further indication of the aspects of my package design which I should focus on developingand changing in order to create an ideal packaging which satisfies the needs and desires of potentialbuyers.

After analysing all resultsobtained from this market survey, I plan to adjust my packaging designaccordingly.

Examining already-existing designs will also aid me in developing my own packaging as it actsas a guideline as well as a source of inspiration.

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

Strength Test of Packaging:

Because bio-plastics have similar characteristics to conventional plastics, a strength test can be conducted using analready-existing toothpaste tubewhich is currently available in stores.

The following tests will be conducted in orderto prove the packaging will provide maximum protection for the product as well as its performance in store display:

Strength of plastic tag-

test if it is able to support the weight of the toothpaste tube. (This will be tested overa duration of 30 minutes, observed in 10 minute intervals)

Strength of packaging-

test for any damage tothe packaging if dropped from 0.5m, 1m, and 1.5m aboveground, onto a hard surface (tiles).

Ability to be transported-

test

for any damage to the packaging whilst placed in a plastic shopping bagmixed with other items, whilst being transported in a car for 30 minutes.

(This will be repeated 3 times)

Ability to be squeezed (flexibility)-

testthe tube’s ability to be compressed.

Test 1: Strength of plastic tag

Results:

Test 2: Strength of packaging

Time hung on hook(minutes)

All components ofpackaging intact (Yes/No)

10

Yes

20

Yes

30

Yes

[ 2F]

Coolgate®

toothpaste tube hung on hook

Coolgate®

toothpaste tube dropped

0.5m above tiles

Coolgate®

toothpaste tube dropped

1mabove tiles

Coolgate®

toothpaste tube dropped

1.5m

above tiles

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

Results:

Test 3:Ability to be transported

Results:

Test 4: Ability to be squeezed

Results:

Height above ground (metres)

Damage to any components of packaging (Yes/No)

0.5

No

1

No

1.5

No

Transportation by car(30 minutes)

All components of packaging intact?

Damage to packaging?

(Yes/No)

Attempt 1

Yes-

all components intact

No damage to packaging

Attempt 2

Yes-

all components intact

No damage to packaging

Attempt 3

Yes-

all components intact

No damage topackaging

Coolgate®

toothpaste tubein a plastic shopping bag-

put in the boot of a car, ready to be transported.

Coolgate®

toothpaste tube

in shopping bag withother grocery items.

Coolgate®

toothpaste tube

before compression

(Side view)

Coolgate®

toothpaste tube

being compressed

(Side view)

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

Analysis of Strength Test Results:

The aim of thefirst test was to prove that the packaging will offer an effective method of store display. Dueto the absence of a cardboard carton as an extra packaging for the toothpaste tube, shelf stacking is not anideal method of store display. Instead, hanging iton a hook (metal rack in stores) will offer the product aneffectivedisplaying method. As the results of this test shows, the plastic tag which is attached to thetoothpaste tube has the ability to support the packaging’s full weight and in this sense this feature of thepackage design is successful.

In the second test, the objective was to show that the materials used in this packaging have the ability towithstand shock. This is a relevant test as packaging is often unintentionally dropped during its removalfrom shelves. Because this product is designedfor young children to handle, the components of thepackaging should not be easily broken. As children are still developing their control and coordination skillsit is likely that the tube be dropped whilst handling it. As shown in the results of this test, there were nosigns of damage to the packaging when dropped on tiles at three possible heights above ground. Thisproves the materials used in this packaging is suitable and will protect the contained

such asglass. Glass is not an ideal form of packaging as it is a fragile material.

The objective of the thirdtest

is to observe the packaging’s performance when it is combined with otheritems and transported. Often supermarkets are placed in a basket together. This will involve objectscoming into contact with each other whilst undergoing movement. When items are bought, they are oftenplaced in a plastic bag and placed in the boot of a car. It will then be transported home. This will alsoinvolve objects coming into contact with each other whilst undergoing movement. The results of this testshow that this package design allows it to be transported in a car whilst being in contact with various othergrocery items. This proves that all components of the packaging aresecurely intact and is unaffected bymovement.

In the fourth and final test, the flexibility of

toothpaste tube is observed. As this packaging is designed to be‘squeezed’, it needs

to be easily and readily compressible by hand.

This test shows the packaging’s abilitytobe reshaped, in order to extract the toothpaste from the tube. According to the

observations recorded,theCoolgate®

toothpaste tube is

quite able to be compressed easily by hand. This proves that the plasticmaterial used as the main body of the tube is suitable for its purpose. Compared to aluminium; which sometoothpaste tubes are

made from, plastic tubes are much more convenient for users. It is a softer and moremalleable material than aluminium.

Coolgate®

toothpaste tube

before compression.

(Bird’s-eye view)

Coolgate®

toothpaste tube

being compressed.

(Bird’s-eye view)

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

The outcomes of this strength test were expected due to the completion of thorough research of materialsbefore-hand. Based on the results obtained, the materials

and the structure of my design have proven todeliver its purpose of packaging. It is proven to be strong, protective, flexible, and malleable. It would besuccessful in packaging toothpaste. Therefore, this has left my initial

model of my design unchanged.

In order for this package design to be successful, it needs to meet the needs of the product’s targetaudience. Parents would only purchase this item if the contained product is properly protected and is user-friendly. As their child/children may be handling this product, they would expect it not to be fragile. As ‘test2’ has proven, theCoolgate®toothpaste tubeis strong and none of the components of the packaging arefragile, which offers parents a safe option for their child/ children. Although this product has advised usageunder adult supervision, ultimately, parents believe that kids should learn to develop their skills inmaintaining good hygiene. This toothpaste tube allows children to gain hands-on interaction withtheproduct, providing them with an easy-to-squeeze tube. The malleability of the plastic

allows one to easilycontrol the amount of toothpaste extracted, as tested in ‘test 4’.

TheCoolgate®toothpaste tube

has proven to be a user-friendly design which is suitable and safe for a childto handle on their own, under an adult’s supervision.

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

Coolgate Toothpaste Tube

TheCoolgatetoothpaste

tube is an innovative design aimed atoffering children

generally between the ages of 2 and 6years an enjoyable

teeth-brushing experience.

Children at this age require encouragement when it comes to tedious tasks such as brushing their teeth every morning andnight. They are still too young to thoroughly understand the importance of oral hygiene. Theobjective of this packagedesign isto maintain children’s interest in brushing their teeth in order for them to develop a good habitfrom a youngage.

This toothpaste tube design is based around the theme of apopular children’s

novelty item-

‘LEGO’,which is quite familiarto both boys and girls. This is an original idea as it has not yet been seen in current Australian stores, although ‘themed’toothpaste packaging has been introduced. However, this toothpaste

tube is more than just an image of children’s cartoonon the label. TheCoolgatetoothpaste tube takes it one step further

by incorporating some elements of‘LEGO’

into thetube packaging.



Toothpaste squeezer:

This is two rectangular blocks of ‘LEGO’ which is joined together, with the toothpastetube ‘clamped’ between them. Although toothpaste squeezers are currently available for purchase as aseparate item theCoolgatetoothpaste tube has combined it as part of the packaging. This feature not onlyallows minimum wastageof toothpaste but also allows ease of squeezing for young children. The toothpastesqueezer’s initial position is at the bottom of the tube which also teaches children to‘squeeze from the bottom’.

Current toothpaste tubes do not yet offer these features.



‘LEGO Man’ Tube Cap:This feature makes use of

thealready-existing ‘pop-open’ caps of current toothpastetubes but the appearance of it is changed. Whereas the original cap is purely white in colour, theCoolgatetoothpaste cap is yellow and blue with the addition of facial features to represent the head of a‘LEGO Man’.The cap is transformed into a familiar novelty item which gives this feature a meaning and a reason for childrento open the cap.

The toothpaste

will come out of the tube from three small holes instead of one big one, as seen on the currentopenings of toothpaste tubes. This allows

better

control over

the amount of toothpaste

being ‘squeezed out’.

Itis also a‘fun’feature

as the toothpaste

willrepresent ‘hair’ of the‘LEGO Man’as the toothpaste is squeezedout of the three small holes.

plastic is made using starch and biodegradable polyesters and is suitableforinjection moulding. Packaging for personal care products is a typical application of Mater-Bi™ bio-

plastic andhas similar properties to conventional plastics.TheCoolgatetoothpaste tube aims to reduce environmentalimpacts by using Mater-Bi™ bio-

plastic for its production. This type of plastic is also responsive to the use ofwater-based adhesivewhich can be used to further reduce impacts on the environment. Bio-plasticsalsorequire less energy to produce than conventional plastics, making theCoolgatetoothpaste tube a moreenvironmentally friendly option compared to other toothpaste tubes currently available in Australia.

Overall, theCoolgatetoothpaste tubeoffers a more appealing, environmentally and user friendly packaging topotential buyers and this is why it is the better option as compared to the ones currently

This was also the sketch shown to my target audience when the market surveys were conducted.

[ 2H]

E v a

l u a t i o n:

Incorporating a toothpaste tube squeezer to the toothpaste packaging is useful as it allows minimumwastage of the product. It is practical and enables children to easily squeeze out the toothpaste.

The idea of the ‘dog figure’ cap is effective as it is an appealing feature to young children. The smallopening allows a small and controllable amount of toothpaste to be squeezed out, to avoid wastingexcess toothpaste.

The use of rubber is not an ideal material for the cap as it may be too expensive for mass productionand is not easily degradable and/or recyclable. A better alternative could replace this such asbiodegradable plastic.

The opening of the toothpaste tube cannot be closed. If left open, toothpaste will dry up and causethe

opening to become blocked. This creates difficulty and inconvenience for the user which makesthis features of the design ineffective.

Initial ideas on features of the package design:



Toothpaste tube squeezer made from plastic-

located at the bottom of tube



Interesting ‘figurine cap’ with an opening where the toothpaste will come out



Tube-

made from plastic for easy squeezing



Hole at the end of tube for shop storage on racks

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

Initial sketch of‘Front’ and ‘Back’ label–

toothpaste tube:

This was also the sketch shown to my target audience when the market surveys were conducted.

Initialideas-

label



Simple logo and brand name:’Kids Coolgate’



‘2 in 1’ Toothpaste and mouthwash as seen in current children’s toothpaste



Bubble-gum and other interesting fruit flavours that kids are attracted to.



Cartoon type images

E v a l u a t i o n:

The use of a simple logo and brand name is an effective marketing strategy. It is easily recognisable and peopleare more likelyto remember it.

For children between the ages of 2 and 6 years, mouthwash is not a necessity and did not receive anoverwhelmingly popular response from my target audience. This feature could be excluded from my final design

The choice of bubble-gum flavour is not ideal as it seems like a promotion of sugary type food which causes teethdecay and other oral health problems. Toothpaste should only offer fruit and mint flavours. The size of the tubeis too large for children to handle. A smaller sized tubewill be more practical.

There is no mention of ingredients and safety precautions. This needs to be included somewhere on thepackaging.

The use of cartoon images catches the attention of young children which is another effective marketing strategy.The physical appearance of products is important when designing products for children’s use.

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

Inspiration for Package Design:

Thisphoto gave me the inspiration

for aninteresting toothpaste cap

design.

(http://walyou.com/funny-toothpaste-head/)

This is an example of a toothpaste tube containingtoothpaste for kids between the ages of 2-6. This gaveme inspiration for the layout of the label.

Due to the costs associated with the mass productionof rubber caps, I decided to make use of the alreadyexisting

cap. I saw a resemblance in shape between thehead of a‘LEGO’toy to the toothpaste cap.

This is an example of a toothpaste tube squeezerwhich is currently available. This gave me an ideaof the basic shape of the squeezer and how it isapplied to the product it

is intended for.

(http://297-2010.posterous.com/toothpaste-squeezer)

The‘Playdough’hair toys gave me the idea of aninteresting way in which toothpaste can besqueezed out of the tube.

(http://atomicpop.wordpress.com/2007/10/)

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

Hand Sketches of the separate components of the package:

Front of tube

Back

of tube

E v a l u a t i o n:

After evaluating my initial design I changed the size of the toothpaste tube. This size allows easierhandling for children and is therefore more practical.

As inspired by the similarity in shape of the toothpaste tube cap and the head of a‘LEGO Man’

Idecided to base my product around the theme of the popular children’s novelty item-

‘LEGO’.Because there is a current range of Kids Toothpaste based on the cartoon,‘Dora the Explorer’; aimedgenerally at young girls,I have introduced a theme which is more popular amongst young boys.However it is also familiar amongst young girls as well.

The corners of the tube are rounded, making it more safe and suitable for child usage.

There is an effective use of bright colours, and a simple logo and motto. The motto for this productis:“Fight cavities the COOL way”,which emphasises its relevance to the logo. The‘LEGO’logo is alsoan easily recognisable symbol.

Because this tube is a stand-alone package ingredients, contact information and other details of theproduct needs to be included on the tube itself. This is what my second sketch of the back of thetube has included.

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

Side 2 of tube

Side 1 of tube

E v a l u a t i o n:

Side 1 of the toothpaste tube contains contact information, allowing people to consult the companyif they have any questions or wish to comment on their product. It also includes the product code.This information is presented clearly and in a neat manner

for easy reference.

Side two of the tube informs buyers about the materials used in the packaging. It also has a simplelogo which represents the type of material used. There should also be a recycling symbol whichencourages people to recycle this package after use.

Label-

safety precautions & barcode

E v a l u a t i o n:

As this toothpaste tube is a stand-alone package, all necessary information needs to be included onthe tube itself, including the barcode. Due to the insufficient space on the toothpaste tube and toavoid congestion of information on the tube, a separatetag is attached to the tube. An elastic will beput through the hole on the tag and attached to the top of the tube under the cap.

The information on the tag is useful for users as it includes safety precautions regarding the tamperevidence seal and safe

usage of the product. The amount of toothpaste for child under 6years usageshould also be specified in words.

The Australian and New Zealand Dental Association, Seal of Approval is also included to ensureusers that this product is safe to use. The product’s logo should also be located on the tag.

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

E v a l u a t i o n:

On the basis of my inspiration, this was my initial idea of thetoothpaste tube squeezer.

This second sketch of the toothpaste tube squeezer takes a more regular shape. This will make it moreconvenient to hang one tube in front of another on a rack for shop display.

It also uses a smaller amount of plastic, lessening the need to manufacture more material. This saves resourcesand energy needed to manufacture it.

The use of yellow‘LEGO’blocks is very eye catching, especially to young children. They will find this featureinteresting as it is an element from a novelty item which they are familiar with. It is associated with the overalltheme of the toothpaste packaging-

‘LEGO’.

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

Toothpaste tube cap

E v a l u a t i o n:

This is an effective design as it makes use of the shape of an already existing toothpaste tube cap and modifies itto create a ‘theme’ for the packaging. The‘LEGO’head figure is a familiar feature to young children. It makes thepackaging more appealing

to them and therefore potential buyers are more likely to purchase the product. Again,the use of bright colours is attractive and makes the product ‘stand-out’.

Compared to the first design of the toothpaste tube cap (rubber dog figurine), it is more environmentallycautious, lessening the need for extra material that is not easily recyclable and more expensive for massproduction.

The ‘flip-open’ lid makes it easy for kids to open and access the toothpaste. The three small holes allow smallquantitiesof toothpaste to be squeezed out. This way children/parents have more control over the amount usedand minimises the chance of’ wasting’ toothpaste. The fact that the toothpaste represents the hair of the‘LEGO’figure head is interesting and kids will look forward to brushing their teeth more on a regular basis.

Overall, a very creative design which focuses on technical, environmental as well as creative aspects.

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

Final Design-

Hand sketches:

Bird’s Eye View

Side view

Angle view

35mm

35mm

48mm

9mm

17mm

20mm

17mm

15mm

34mm

9mm

17mm

34mm

140mm

140mm

140mm

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

How this packaging can be

reused or

recycled

When it comes to plastics, it is preferable if materials are re-used rather than recycled. However the packagingmanufacturer ofCoolgate Professionalhas offered advantages for both alternatives.

The toothpaste tube squeezer can be consideredas a ‘collector’s item’ for children, as it is a‘LEGO’piece.‘LEGO’is apopular novelty item amongst young children. This is a way in which this feature of the packaging can be reused. Ifthis option is not preferable,the entire packaging can simply be

recycled as it is made fromrecyclable material. It isof convenience to today’s homeowners to place objects in a general ‘recycling bin’. When this is collected, the wasteis then separated into different categories such as paper, metals and plastic. Recycling of this packaging isencouraged as indicated on the toothpaste tube itself.

This

toothpaste tube is manufactured from a bio-plastic-

Mater-Bi™,made using natural starchand biodegradablepolyester.

This type of plastic is certified for compostability under standards set by international organisations.Asthe bio-plastic packaging comes to the end of its useful life

it is able tobe biodegraded

as well as composted.

InAustralia, many councils offer

a collection service for compost. The Recycled Organics Industry is nationallyrepresented byCompost Australia

and is responsible for the commercial composting of organic waste.

3

Throughcommercial composting facilities, where higher composting temperatures can be reached, bio-plastics are able to becomposted.Because

Mater-Bi™

is biodegradable, it is then able to break down

intocarbon dioxide, water andbiomass in a natural environment.

Commercial composting is recommended way of disposing bio-plastics, in order to gain maximum environmentalbenefit.

Materials Used InCoolgateToothpaste Tube:

Materials used in packaging:

o

Mater-Bi™Bio-plastic:It is recyclable, biodegradable andcompostable. It is part of an evolutionary process

of packaging and is undergoing continuous technological advancements in order to

gain maximum environmental benefit. It also requires less energy to manufacture

compared to conventional plastics

(petroplastics). Through its biodegradation

process, it releasescarbon dioxide which adds togreenhouse gas emissions into the

atmosphere.There is also a concern that bio-plastics will damage existing recycling

projects. For example plastics

such as PET do not mix with PLA, resulting in

unusable recycled PET if consumers cannot distinguish between the two when

recycling. Suitable sorting technology is needed to overcome the problem.

Acrylonitrile Butadiene Styrene (ABS):‘LEGO’building blocks are made from this plastic due to its strong

and resilient nature.It is made to withstand shock if dropped.When

these mass produced items are disposed they can be processed and

sold to industries that can make use of it. Otherwise, the already-

existing state of theLEGO®

blocks Can be maintained and

manufactured into innovative designs, such as the toothpaste tube

squeezer. Although ABS is completely recyclable, when dispose in

landfills it releases methane and carbon dioxide which contributes

to global warming.

o

Cardboard:

This material is easily printed onmaking it ideal for package

labelling. This is why cardboard is a suitable material to use for

the price tag attached to the toothpaste tube.It is also relatively

cheap

compared toplastics, making it ideal for mass production.

Cardboard has a low environmentalimpact as it is easily recyclable

and biodegradable, if disposed of properly.

o

Rubber + Cloth material:

These are the two materials used to manufacture material elastic

bands.

This was chosento attach the price tag to the toothpaste

tube because it allows easy removal ofthe tag. It is made from a soft

flexible material, making it

less hazardous for children compared to

thin plastic which can be a choking hazard.It is not expensive for

mass production and can be easily reusable in the home. This also

has a low impact on the environment.

Manufacturing Process of Materials:



Mater-Bi™Bio-plastic

is made using natural starch and biodegradable polyesters.This is combinedtogether withother ingredients then heated and extruded into long rods. These rods are broken intopellets which are then forced through a ring shaped hole to form a tube. The tubes are inflated with air toattain the required size. Thisresults in a polymer or plastic, having similar properties to conventionalplastic.5



The manufacturing process ofPolypropylene

is quite a complex process. It is a thermoplastic, meaningit can be heated many times and cooled to produce the end product. Polypropylene can be made from themonomer propylene by Ziegler-Natta polymerization and by metallocene catalysis polymerization. Theseare basically chemical processes which combine several monomers to form a polymer.6



Acrylonitrile Butadiene Styrene (ABS)

is also a common thermoplastic. It is made by polymerizing (chemicalprocess) styrene and acrylonitrile in the presence of polybutadine.



The main raw material used to manufacture cardboard is pine trees. The limbs of these trees arestripped and the trunks are sent to the pulp mill. The pulp is combined with other recycledmaterials to make layers of paper which is then manufactured into cardboard.7



The raw materials used to make rubber bands come from the sap of rubber trees. Natural rubberis ideal for

manufacturing elastic bands due to its superior elasticity. Its manufacturing processincludes extruding rubber into a long tube, then placing tubes on mandrels and curing the rubberwith heat. It is then sliced across the width of the tube, forming little bands known as elastics.Some elastics are then wrapped in a layer of material, depending on the end use.8

5

http://www.csiro.au/promos/ozadvances/Series11Plastic.htm

6

http://www.pslc.ws/macrog/pp.htm

7

http://www.ehow.com/how-does_4912642_how-cardboard-made.html

8

http://en.wikipedia.org/wiki/Rubber_band

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

Other environmental conditions and issues:



There are nosignificant issues with transporting bio-plastics that have become apparent as of yet.Theonly concern that may arise is the issue of cost. Bio-plastic is still not a widely used material due to its highcosts in its production; hence it has not replaced conventional plastics. This will consequently increase costof its transportation.



The

additionalABS plastic may increase the weight of the packaging, putting extra pressure ontransporting vehicles. These vehicles would require more fuel to transport heavier goods andconsequently releasing more greenhouse gases into the air.



Conventional plastics

andbio-plastic packaging

alike, they

will protect its contained product for as long asthe product is used. It is also said that using bio-plastic packaging may improve the shelf-life of someproduce by 50%.9

However this is only applicable to particular goods and much research is still yet to bedone to seek out its environmental as well as commercial benefits.

Ways to improve a packaging’s impact on the environment

PRODUCT 1:Board Handled Pail



Replaced the traditional wire handle with a board handle which is sourced from 100% renewable resources,unlike the wire.More of the material used to manufacture this product can be recycled and reused quicker,resulting in efficientproduction of goods.



The replacement of a sturdier handle combined with holes for the placement of chopsticks eliminates theneed for plastic carry bags if up to two are being purchased. This also reduces the amount of plasticproduction which lessens impact on the environment.



Fewer substrates are used to produce the paperboard pail-

the board is sourced from 100% plantationforests. Because the material is extracted from sources intended for the board production, natural forestsare not affected.



As the board handle pail consumes more board than the wire handled pail, the size of the pail was reducedto compensate. The board handled pail now holds 14% less volume than the original, saving preciousresources from the environment.

PRODUCT 2:OMO Small

and Mighty



The new and improved packaging-

475ml Small and Mighty®

uses 50% less packagingthan the original pack, whilst still delivering users with the same number of washes andwash results.



As a result of the reduced packaging 82 tonnes less plastic, 32 tonnes less cardboard inshipping and 62% fewer truck movements to transport the product is required per annum.



The product itself is alsodoes not contain any phosphates and has significantly lower sodium levelscompared with other laundry products. This makes it better for grey water usage.



According to Australian Standard AS4351, the cleaning agents used in Omo Small and Mighty® are alsoreadily biodegradable. This also helps to improve the product’s impact on the environment.

9

http://green-plastics.net/news/48-products/58-shelf-life

[ 3C

]

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

Reducing impacts of packaging on the environment:



Collecting

and reusing already existing products

can be more efficient and beneficial for theenvironment. It eliminates the need for further production of material, resulting in a reduction ofcarbon emissions which are released during the manufacturing process.



In relation to theCoolgate®

toothpaste tube, the packaging aims to reuseLEGO®

blocks by making itinto a useful new product.



TheLEGO®

toothpaste squeezercan then be reused again as aLEGObuilding block. The cycle repeatsuntil it is decided that it is going to be recycled.

Acrylonitrile Butadiene Styrene is completely recyclable.



This stand-alone tube eliminates the need for an extra cardboard carton package which most othertoothpastes are sold in. Instead, a smaller amount of cardboard is used to produce a tag which consistsof the barcode and other details about the product.



During transportation a number of the packaged item (toothpaste tube) can be placed in one box(packaging unit) can save the amount of cardboard used. To package each individual tube separatelywould require more cardboard than using one box to package a number of tubes in bulk amount.



The small cardboard tag is easy to dispose of and can be easily recycled.



To compensate for the absence of a rectangular cardboard carton, a small amountof transparentPP (polypropylene) is used to make a tag with a hole. This allowsthe tube to be hung on a rack for shop display instead of stacked on shelves.



As the toothpaste tube can be hung on a rack, it also eliminates the need for a plastic mold to hold thetoothpaste tubes for shop display.



The relatively lighter nature of bio-plastics will

also reduce the product’s overall weight which willreduce the pressure placed on transporting vehicles. The reductionof cardboard packaging will alsocontribute to the efficiency in transporting.



The use of bio-plastic for the main body of the toothpaste tube requires less energy to produce thanconventional plastics, lowering the material’s carbon footprint.



The use of water-based adhesives for sealing purposes reduces the generation ofhazardous waste.Another environmental benefit of this is that it can be removed and reused which again eliminates theneed to produce more material, saving resources.

[ 3D

]

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

Technical Design Considerations:



Coolgate®

toothpaste tube is acylindrical shape with the ends sealed together.



It is quite slim which allows children to easily handle it.



The shape of the packaging and the

way it is sealed provides a rigid shape. The toothpaste is safelycontained in the packaging.



The slimness of

the tube allows easy storage in shop display. The curved shape of the hole in the plastictag allows customers to remove the product from the rack with ease.



Due to the fact

that the toothpaste squeezer is not of a bulky nature andthetoothpaste tube squeezeris of a regular shape, the tubes can be easily placed one

in front of another on a rack.



The sleek shape of the toothpaste tube allows the tubes to be placed on store display in a neat manner,so that the product looks presentable to customers.



The regular shape of the toothpaste squeezer and the sleek shape of the toothpaste tube allow easy stackingin a packaging unit for transportation. An example is demonstrated below.

Creative Design Considerations:

The focus ofCoolgate®

Toothpastepackaging is to providean appealing and attractive design

to customers

through the use of appropriate graphics, easily recognisable logos and bright colours.

These creative aspectswork in collaboration with phrases on the labelling of the packaging to communicate thefeatures of theproduct to consumers. The more effectively this is achieved, the more successful the Brandowner will be inselling their product.

o

As this product is aimed to appeal

to children, the use of graphics is particularly important. Because thetoothpaste tube is based around the theme ofLEGO®, the depiction of a familiar character isincludedon the front label of the packaging.

o

The graphic is used to attract the attention of young children. When children see features which theyare familiar with and can relate to, they will investmore interest in the product.

o

Theuse of graphics also helps consumers identify the users of the product.

Together with the font usedin theCoolgate®

logo, it is clear to consumers who the intended uses of the product are.

o

Through the use of the appropriate graphics,

andeffective use of colour and font, it is helpingBrandownerstarget their intended audience.

o

TheCoolgate®

logo isclear and simple which enables customers to easily identify the brand of theproduct.

o

Regular buyers of this particular brand are able to easily recognise its logo which also aids Brandownersto successfully reach their target market.

SECTION 4

Technical and Creative Design Considerations

[4A

]

[4B

]

|2011 National Schools Packaging Design Challenge

Sara Ho | Year 11 Design and Technology | Glenwood High School

o

Familiar symbols such as therecycling symbol

are used to inform consumers about the recyclability ofthe packaging’s material.

o

TheLEGO®

logo is included on the label as a means of acknowledgement as well as a trademark.Because it is of familiarity to the target audienceit also aids in the selling of the product.

o

TheMater-Bi(bio plastic) logo is used to inform buyers about the type of bio-plastic which thispackaging uses. It also helps the Brandowner ofMater-Bito further promote their product which is alsoused in other forms of packaging.

o

On the tag attached to the packaging, the use of graphics demonstrates the correct usage of theproduct. This aids consumers in safe and appropriate usage of the product.

o

The importance defined by the use of colours on a product’s label can affect how audiences respond toit.

o

Bright and light colours are used on the label of this product as it is attractive amongst young children.

o

The background and font colour are distinct, ensuring clarity of the label.The white colour of the textagainst the blue colour of the background allows text to be legible.

o

Goods are

more likely to sell if details of the product are clearly and effectively presented to customers

which

inthis

case,Coolgate®

has done so successfully.

o

The aspect of colour association also plays a role in the effective use of colour.

Because the flavour ofthe toothpaste iswatermelon,green was an appropriate colour to use as it is associated with the fruit. Italso corresponds to the colour of the toothpaste.

o

As well as the visual aspects of the product’s label, phrases on the products packaging also plays asignificant role inhelping consumers choose a product which is suitable to their needs.

o

The motto forCoolgate®

is‘Fight Cavities the COOL Way’.This short phrase is relevant to the name ofthe product and is alsocatchy.It suggests that this product will provide children with an enjoyableexperience whilst taking care of their oral hygiene.

o

Underneath theCoolgate®

logo, it specifies the type of toothpaste it is:Fluoride Toothpaste For Kids.This information is useful to potential consumers who are in search of this particular product.

o

The back label includes phrase which are persuasivetowards parents-

target market. Phrases such as‘Children will establish and maintain good oral hygiene habits from the start with this Cool-To-SqueezeTube’and‘Great fruit flavour that kids love’.These persuasive phrases help the Brandowner to sell theirproduct.

o

Health products in particular usually have phrases such as ‘studies have shown’or‘lab tested’etc. toconvince consumers of the reliability of the product. On the back of thisCoolgate®

label there is aphrase which states that this product is‘Clinically proven to fight cavities and remove plaque.’Thiscreates a sense of trust in the consumer towards the brand. These phrases do not only inform potentialconsumers but also convince them to purchase the product.